Business X may easily gain more than business Y loses, if the site cleanup
yields a site that's easier to find, has more descriptive content, and is
more accessible. Y's previously higher ranking may have caused some potential
buyers in a product space to abandon looking--even if temporarily--due to lack
of time or loss of interest. X might have a good product that missed some sales
due to a "meh" reaction to Y's previously higher-ranked site.
Marketing effect can be difficult to quantify, but it's about more than ad
dollars and the bottom line is definitely not a zero-sum game. While SEO
doesn't lack for bad actors, white-hat SEO can help grow markets.
Marketing effect can be difficult to quantify, but it's about more than ad dollars and the bottom line is definitely not a zero-sum game. While SEO doesn't lack for bad actors, white-hat SEO can help grow markets.